Two weeks ago, Tom wrote a column on "Tracking Non-Click Conversions," and the mail is still rolling in. The vast majority of responses say, "Hespos s...
View articleOne of the most frustrating situations in the agency-side interactive media business is the one in which a client can't decide who handles the media b...
View articleWe've known for a long time that banner ads have an effect on users who don't click. And we've measured "non-click conversions" by tagging users with ...
View article@d:tech New York once again invaded our soil. The show is a terrific one, and it tends to be a lot more focused on the advertising aspects of the web ...
View articleTom has a coffee maker thatmakes espresso, cappuccino and a bunch of other stuff. But he doesn't use all the features because it's not intuitive. Whet...
View articleIt's fourth quarter - a critical quarter for most dot com companies. Those that wish to snag a respectable slice of the fourth quarter e-commerce reve...
View articleInternet ad company Flycast Communications Corp. Monday packed its bags and went to Europe, eyeing what it expects to become a booming Web advertising...
View articleWhile online advertising suffers from the lingering effects of "banneritis," the smart media planners are searching for new ways to help their clients...
View articleTom bumped into an old buddy at a conference last week. He asked Tom an interesting question. "If there's one single thing you hope every reader takes...
View articleLast week, the phrase that pays was evidently something akin to "Yes, Mr. Wetherell, I do have an ad management system that I'd be willing to sell." F...
View articleIf Excite plans to change the way it sells advertising in 2000, it changes the way they do business. Tom says he hasn't heard from Excite directly on ...
View articleLosing money was fashionable for a while, but most dot-com companies have been jolted out of La-La Land by investors. Agencies are expected to make mo...
View articleExperience in traditional media planning or buying is a tremendous asset for online media planners. While many of the traditional media planning conce...
View articleIt's distressing that a number of dot com businesses have been built on incentivizing web surfers to view advertising or sign up for special offers. A...
View articleSales reps frequently ask Tom what he's looking for when evaluating their sites, or what criteria might determine appropriateness for his campaigns. E...
View articleMany times in the course of negotiating a media package, a media planner might hit a snag - something on which the sales rep will absolutely not budge...
View articleDoes your media department get along with your production team? Be honest, now. Tom's fellow agency folk talk about these communication problems. And ...
View articleListen up, media planners, Tom's going to share the secret of his success in the office world. You see, there's certain software tools he likes on his...
View articleOnline advertising is at a critical point. Banner ad effectiveness is at an all-time low. New online marketers experience poor ROI. We need to educate...
View articleListen up, media planners and buyers. If you're from a traditional agency and want to break into interactive, Tom spells out the options. Truth is, br...
View articleOnline advertisers put entirely too much faith in the performance of their campaign versus a nebulous "industry average." Anyone who has ever planned ...
View articleTom normally uses this space to try to answer questions about online advertising media buying issues. However, he's been known to use this forum to as...
View articleMany agencies invested in adserving technology over the past couple years but got a rude awakening when they found it impractical to use these servers...
View articleThe rush to the web is a land grab. And unfortunately, sometimes people are late to the game. The web has several categories of products and services ...
View articleLast week, Tom talked about the elements of a good media strategy, at least from the traditional advertising agency's point of view. This week he tell...
View articleWant a terrific media plan? Then forget the BS and think strategy. It's a guarantee for clear goals, objectives, proper budget and ultimately, killer ...
View articleKrillions of new ad formats, but which one? Looking for a response rate more than 10 times higher than animated GIFs? Get some tips off Tom for evalua...
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